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Anchor fans

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AJEET KUMAR YADAV
AJEET KUMAR YADAV

Anchor is a large manufacturer of fans and other appliances established in 1963. They conducted a survey of their fans' consumers to understand buying behaviors. Most respondents were between 20-40, earned Rs. 20,000-50,000 annually and were housewives or students. When buying a fan, consumers primarily consider brand, price, and durability. They typically purchase fans from wholesalers or retail stores and replace them every 1-3 years. Warranty period is also an important factor for most.

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ANCHOR FANS CONSUMER BUYING BEHAVIOUR Submitted By, Eti Ware Ajeet Yadav K.Abhishek
COMPANY PROFILE ? It was established in 1963. ? Its Managing Director is Kiyoshi Otaki. ? Its Joint MD is Dinesh Aggarwal. ? Anchor [Panasonic] is the 2nd largest manufacturer in World comprised of 578 companies. ? Its new manufacturing unit has been built at Daman, India.
RESEARCH METHODOLOGY ? Sampling Data : Random Sampling ? Research Tool : Survey monkey Questionnaire. ?Research Area : Online
PRODUCT PROFILE ? Anchor fans are of different sizes and colors. ? New designs helps to increase performance. ? Anchor fans are super energy-efficient using Panasonic¡¯s technological expertise. ? Its other products are wires & cables, lamps, switches, lighting etc.
DATA ANALYSIS AND INTERPRETATION
DEMOGRAPHIC DATA 0 10 20 30 40 50 60 70 80 90 100 20-40 40-60 60 and above 98.4% 0% 1.96% 20000- 50000 50000- 75000 75000 AND ABOVE 75% 15.63% 9.38% profession housewife student 76.47% 21.57% 1.96% AGE INCOME CATEGORY
Sales 1st Qtr 2nd Qtr 3rd Qtr 4th Qtr TYPES OF FANS ceiling fan table fan wall fan 84.31% 9.80% 5.88%
0 1 2 3 4 5 6 LOW COST BRAND SPACE SAVING PERFORMANCE POWER CONSUMPTION Series 3 Series 2 Series 1 FACTORS CONSIDERED WHEN BUYING FAN Brand Price Service Durability 43.14% 25.49% 25.49% 5.88%
Sales 1st Qtr 2nd Qtr 3rd Qtr 4th Qtr AVAILABILITY wholesaler retail store others 70.59% 23.53% 5.88%
Sales 1st Qtr 2nd Qtr 3rd Qtr 4th Qtr 1-3YR 3-5 YR 5-10YR 38% 16% 46% HOW FREQUENTLY YOU CHANGE YOUR ANCHOR FAN?
Sales 1st Qtr 2nd Qtr 3rd Qtr IMPORTANCE TO WARRANTY PERIOD Very imp. imp. neutral 74.51% 21.57% 3.92%
Sales 1st Qtr 2nd Qtr 3rd Qtr 4th Qtr Brand image YES NO 86% 14%
Alternative to anchor fan bajaj khaitan usha others 50% 40% 8% 2%
FINDINGS & CONCLUSIONS ? 50% people had given feedback that it is already a high quality product. ? 10% people think that Anchor should improve their designs & colors of Fans. ? The company has become a generic brand to its product class category. ? It is high on customer recall.
Anchor fans

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Anchor fans

  • 1. ANCHOR FANS CONSUMER BUYING BEHAVIOUR Submitted By, Eti Ware Ajeet Yadav K.Abhishek
  • 2. COMPANY PROFILE ? It was established in 1963. ? Its Managing Director is Kiyoshi Otaki. ? Its Joint MD is Dinesh Aggarwal. ? Anchor [Panasonic] is the 2nd largest manufacturer in World comprised of 578 companies. ? Its new manufacturing unit has been built at Daman, India.
  • 3. RESEARCH METHODOLOGY ? Sampling Data : Random Sampling ? Research Tool : Survey monkey Questionnaire. ?Research Area : Online
  • 4. PRODUCT PROFILE ? Anchor fans are of different sizes and colors. ? New designs helps to increase performance. ? Anchor fans are super energy-efficient using Panasonic¡¯s technological expertise. ? Its other products are wires & cables, lamps, switches, lighting etc.
  • 5. DATA ANALYSIS AND INTERPRETATION
  • 6. DEMOGRAPHIC DATA 0 10 20 30 40 50 60 70 80 90 100 20-40 40-60 60 and above 98.4% 0% 1.96% 20000- 50000 50000- 75000 75000 AND ABOVE 75% 15.63% 9.38% profession housewife student 76.47% 21.57% 1.96% AGE INCOME CATEGORY
  • 7. Sales 1st Qtr 2nd Qtr 3rd Qtr 4th Qtr TYPES OF FANS ceiling fan table fan wall fan 84.31% 9.80% 5.88%
  • 8. 0 1 2 3 4 5 6 LOW COST BRAND SPACE SAVING PERFORMANCE POWER CONSUMPTION Series 3 Series 2 Series 1 FACTORS CONSIDERED WHEN BUYING FAN Brand Price Service Durability 43.14% 25.49% 25.49% 5.88%
  • 9. Sales 1st Qtr 2nd Qtr 3rd Qtr 4th Qtr AVAILABILITY wholesaler retail store others 70.59% 23.53% 5.88%
  • 10. Sales 1st Qtr 2nd Qtr 3rd Qtr 4th Qtr 1-3YR 3-5 YR 5-10YR 38% 16% 46% HOW FREQUENTLY YOU CHANGE YOUR ANCHOR FAN?
  • 11. Sales 1st Qtr 2nd Qtr 3rd Qtr IMPORTANCE TO WARRANTY PERIOD Very imp. imp. neutral 74.51% 21.57% 3.92%
  • 12. Sales 1st Qtr 2nd Qtr 3rd Qtr 4th Qtr Brand image YES NO 86% 14%
  • 13. Alternative to anchor fan bajaj khaitan usha others 50% 40% 8% 2%
  • 14. FINDINGS & CONCLUSIONS ? 50% people had given feedback that it is already a high quality product. ? 10% people think that Anchor should improve their designs & colors of Fans. ? The company has become a generic brand to its product class category. ? It is high on customer recall.

Editor's Notes

  • #2: ajtn148@gmail.com